Effective Fundraising Practice · 2017. 3. 27. · 2. Identify and recruit influencers to spread your message 3. Gain competitive intelligence across diverse audiences 4. Be the sector’s

Effective Fundraising Practice

Fundraising Reality Quiz! • How many charities are there in the UK?

A) 16,900 B) 69,000 C) 169,000 D) 647,000

• How much money is raised by the charity sector in the UK ? A) £490 million B) £4.9 billion C) £49 billion D) £490 billion

• What fundraising activity has the highest return on investment? A) Legacies B) Corporate C) Trusts & Foundations D) Individuals

• What is the most effective strategy for fundraising? A) Establish priorities B) Set up a fundraising committee C) Diversity the range of donors D) Identify prospective donors

Fundraising Reality Quiz • How much did companies give to the charity sector in 2007?

A) £540 million B) £2.4 billion C) £12.4 billion D) £26.7 billion

• What cause do companies give to the most? A) Education B) Health C) Environment D) Medical Research

• What puts donors off the most? A) Amount spent on administration B) Telephone calls at home C) Direct mail appeal D) How much really goes to the cause

• How much money is £100 worth of gift aid? A) £105 B) £115 C) £125 D) £150

Fundraising Reality Quiz • What are the main beneficiaries of trusts and foundations?

A) Religion B) Older people C) Diseases D) Children & young people

• What cause do trusts and foundations give to the most? A) General charitable purpose B) Health C) Housing and employment D) Arts and culture

• What is the percentage of ineligible applications to trusts? A) 10% B) 35% C) 55% D) 85%

• What is the biggest social networking site? A) Facebook B) Twitter D) Google E) Myspace

Fundraising in the Crisis

Fundraising in the Crisis

When written in Chinese, the word “crisis” is composed of

two characters. One represents danger, and the other

represents opportunity.

“Maybe as time gets worse, we get better” Tanya Steele,

Director of Fundraising for Save the Children

“Problems with the Christmas appeal? So many charities

never had such a successful one!” Stephen Pidgeon,

Chairman at Tangible Response

… lots of graphs, lots of predictions, and as Neils Bohr:

“Prediction is very difficult, especially about the future”

Where does your money come from?

Sources of Funding Fundraising

Sources

Sources of Funding

Fundraising

Sources

Pros & Cons Motivation

The Giving Pyramid

LEGACY

BIG GIFT

Regular Donor

Occasional Donors/

Subscribers

Warm Supporters

The general public

Maslow Pyramid of Needs

Effective Fundraising

Why most charities fail?

Need to

track

income

sources

PROBLEM!

!!

If you’re

here, you’re

GOOD!!!

Need

good

reserve

policy

Predictable

income

Fixed cost

commitment

Return On Investment

Committed Giving / Membership – Competitions – Corporate –

Direct Marketing Appeals - House to House – Local fundraising –

Other – Special Events – Total Voluntary Income - Trusts

Your Fundraising Strategy

looks like this…

…or like this?

Key questions…

• Who gives you money?

• Why do they give?

• Based on what criteria do you select your funders / donors?

• How do you decide which funders / donors to target?

• How do you choose your fundraising strategy?

Strategic Tools

Strategic Tools

• SWOT

• STEEPLE

• Vision

• Objectives

• Goals (SMART)

• Strategy

• Noam’s reverse PILOT Model

• Measurable

Effective Fundraising day 2:

What do you see?

Case for Support

Donors Motivation

Attributes of a good relationship

Sharing experiences together

Similarities

Honesty, openness

Mutual benefits

Added values

Validation

Social Media and SNS

Myspace This is a general, worldwide site that can be used for

almost anything from business, to music, to blogging.

Videos and music made easy. 253 m

Facebook This is another very popular general site that is great for

networking and attracting leads. 200 m

Twitter This is a great site that allows you to be updated to what

your friends are doing at any and all times of the day with

what they call a "Tweet". 25 m

YouTube This social networking site enables you to share videos to

brand yourself and business and demonstrate your

products and/or services.

3rd most

visited

website in

world

Skype This is a great communication and networking site and

tool that enables you to stay in touch with people around

the world through chat and audio features. 11 m

LinkedIn This is a professional social networking site used for

businesspeople to be able to network with other people in

their field of work. 40 m

What do you think when I say “internet”?

• Online posts are only 2nd to word of mouth as a reason to buy (Small World Labs)

• 18,000,000 Facebook users in the UK… and still 22% growth (ReadWriteWeb)

• 76% of internet usage is social networking (Marketing Charts)

• 54% social networking users over 35 (Universial Maccan)

• Social networking users – visit 9x more often your website (Small Lab World) – spend 6.5 minutes on your website versus 38 seconds for non

social networking users (Small Lab World) – spend 54% more (Ebay) – remain customers for 50% longer (AT&T)

• Heartfelt Connector • Beneficiary Builder • Member Motivator • Big Bettor • Public Provider • Policy Innovator • Beneficiary Broker • Resource Recycler • Market Maker • Local Nationalizer

Why do companies want to give you money?

How do they feel?

How do they feel?

Power of Listening

Creative Thinking

You have received the following letter

“My mother died recently. She has asked me to give £10,000 from her will to a charity where it will make a real difference.

I am asking a small group of charities, like yours, to give me a ring and suggest what you could achieve with a gift like this.”

------------------------------------------------ In each group, prepare and practice: • One of your charities • A caller And plan your call in response to this. You can be as imaginative as you like.

How social networking and media can help achieve your goals

Are you also confused?

What is social media?

A complex, organic conversation – Social networks

– News

– Blogs

– Microblogging

– Video / Photo sharing

– Wikis

– Message boards

– Social gaming

– Podcasts

– RSS (Real Simple Syndication)

– Virtual reality

How large is your network?

How many people could you reach?

General: business, music, blogging,

videos 263,000,000

Friends and family 300,000,000

Live updates: general 45,000,000

Sharing videos: 6,300,000,000 videos 3rd most visited

website in world

Free calls, video calls and audio

conferences 11,000,000

Professional social network 43,000,000

Sharing photos: 4,000,000,000 pictures 32,000,000

SNS = Social Networking Sites

Why are SNS eating my marketing budget?

The UK Internet in • Online posts are only 2nd to word of mouth as a reason to buy

(Small World Labs)

• 20,000,000 Facebook users in the UK… and still growing! (ReadWriteWeb)

• 76% of internet usage is social networking (Marketing Charts)

• 54% social networking users over 35 (Universial Maccan)

• Social networking users – visit 9x more often your website (Small Lab World) – spend 6.5 minutes on your website versus 38 seconds for non

social networking users (Small Lab World) – spend 54% more (Ebay) – remain customers for 50% longer (AT&T)

No, but yes but… So, why should I listen?

Do you recognize this painting?

The Family of Sir William Young

talking about you on Facebook.

You don’t believe me?

So what do I do now?

Keep your eyes on the prize!

Increase exposure to: 1. Support your cause and services

2. Create new interest and opportunities

3. Reach more potential donors and volunteers

4. Reinforce your credibility and retain supporters

5. Create buzz for events and campaigns

6. Improve your visibility on search engines

Expand the reach to: 1. Create strategic partnerships

2. Identify and recruit influencers to spread your message

3. Gain competitive intelligence across diverse audiences

4. Be the sector’s leader – not a follower

5. Get your message out to many – fast and cheap

• Who talks about you?

• Who has discussions in your

field?

• Who do you want to gain …

from?

• Where do they have these

conversations?

• How can you help them and

build trust?

• How can you engage them in

your conversation?

Learn to use the tools

Get involved in SNS

Get involved in SNS

How do they feel?

How do they feel?

Corporate Fundraising

Noam Kostucki

A world of opportunities

“Side Products” • Individual giving • Employee

fundraising • Charity of the year • Pro bono work • Board of trustees • Expertise • In-kind donations • Network of contacts • Major donors • Trading partners

Crisis ‘Send a Singer’

Christmas online fundraising

campaign hits its £1m target

Find the full case study on:

www.sofii.org

www.givinginadigitalworld.org

Overview

• £1,006,000 raised

• 25% increase on 2006 total.

• 97 companies participated.

• 70% of 2006 participants took part in 2007.

• 20% of 2007 participants were new, accounting

for £108,000 of income from new business.

• Average donation was £10,371 (46% increase).

ROI • £12.12 was raised for every £1 spent

Micro-site and digital • 47,139 absolute unique visitors to the site.

• The site was viewed in 117 different countries.

• Video MPU achieved a click through rate of

0.56% after serving 116,283 impressions.

PR • Opportunities to see = 13,356,486 (255%

increase).

• Advertising value equivalent = £32,639 (920%

increase).

Understand their needs

Effective Networking

How to meet the right people

When did someone help you?

Get to know each other

• Family - Friends

• Occupation - Job role

• Recreation – Hobbies – Interests

• Education - Training

Scared of networking?

Benefits of networking

How do they feel?

How do they feel?

Power of Listening

Who do you

know?

Family

Jobs

Fun

Travel

Sports

Arts

Mentoring

Career

advice

List 20 people you last met

Keeping in touch

Thank you!

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